Ethical Reflections On Brand Management

Nowadays, Brand competition on a global scale has been more than just competing products or services. Brand in some ways represents the goods or services, Brand awareness and reputation tend to affect the popularity of goods and services on the market. Even more, the brand’s development will influence the development of enterprises. Thus, more and more enterprises will brand building and development as part of its overall development strategy vital. Enterprise has special departments and personnel to manage the brand in all periods, And to develop a detailed plan for brand development.Brand to enhance their competitive advantage, ability to enable enterprises to gain a premium above the market price, to create a more stable customer groups for business, therefore, the domestic and foreign enterprises have joined the ranks of brand building. In the process of brand building, some companies focus too much on short-term interests, lack of consideration for the long-term development. Many companies investment and promotion of the brand just because of the brand can create economic value, brand management little concerned about the impact to the community and the public, this has resulted a lack of ethics support in the brand development process, and brand development lack of potential.In this dissertation, we try analysis the ethical issues that exist in brand development, attempts to explore the relationship between brand ethics and brand development, then explain the ethical spirit supporting for the development of the brand. This article contains five parts. The first chapter is an introduction to the research background and significance, research status and research methods; The second chapter begin with the rise of Applied Ethics, then analysis the relationship between ethics and brand management; The third chapter analysis the ethical issues in brand born stage, growth stage and mature stage from the perspective of brand life cycle; The fourth chapter Detailed analysis of the brand ethics in various stages of brand development, and discuss countermeasures of ethical issue in every stage; The fifth chapter summarized this dissertation and analysis the shortcomings of this article.